Facebook Retargeting in Brazil: One to Watch in 2014
Published: January 8, 2014
Author: Molly Shotwell
It’s a new year, and like many of you, we’ve been reflecting on the themes that shaped our growth in 2013. This past year has brought incredibly exciting developments to the digital media world, including the launch of retargeting in Facebook’s News Feed, the rise of the native ad unit, and, perhaps most exciting as Triggit’s global business continues to grow, the ever-improving performance in Latin America, particularly in Brazil.
Brazil ranks as the third-largest country in the world based on Facebook users. Consumers in Brazil spent more hours online per month than any of their Latin American neighbors, and social media sites captured the largest percent of their time at 36%, according to a 2013 comScore study. Facebook traffic in particular was a strong leader, with a 22% increase in unique users last December compared to the previous year.
So what does all this mean for direct response advertisers? It means massive growth potential in Brazil, and something you want to take advantage of today so that you, too, can reap the benefits of Facebook retargeting in Brazil.
When we launched our first Brazilian retargeting campaign on the Facebook Exchange (FBX) in 2012, advertisers saw immediate success. Flash forward to 2013, and performance has only continued to improve, along with our dynamic retargeting capabilities, driving almost 3X higher click-through-rates (CTR) compared to last year. After Facebook introduced retargeting in the News Feed last May, Brazilian advertisers experienced 2X higher click-through-rates (CTR) and 3X lower cost-per-click (CPC) compared to performance in the U.S. Phenomenal performance has inspired others, and Triggit’s Brazilian client base has nearly tripled in just one year as Brazil’s largest advertisers have jumped on the FBX bandwagon.
One particular Brazilian retailer, Magazine Luiza, has seen exceptional results. Already known as the Brazilian e-commerce “King of ROI,” Magazine Luiza experienced a surge in ROI when the company began advertising on the Facebook Exchange (FBX) with dynamic, right-hand-rail ads in 2012. When the opportunity arose to retarget customers on the Internet’s most coveted inventory, Facebook’s News Feed, Magazine Luiza couldn’t pass up the opportunity to further increase their already impressive ROI. Performance spiked and they never looked back after seeing these results:
-News Feed CTR increased 20% compared to their right-hand-rail ads
-Post-News Feed sales revenue grew by 31%
-Sales revenue grew by 92% compared to Magazine Luiza’s first month running FBX ads with Triggit
Brazilian advertisers have seen record-breaking performance on FBX, and there are no signs of this slowing down. As we head into 2014, we’re yet again optimistic about the growth in Brazil, and we’d love to hear your thoughts as well! Have you seen similar results in Brazil and Latin America?